ABC Tests Virtual Reality Ad for ‘Quantico’ with Lexus

Leading up to the midseason return of ABC’s crime drama Quantico this Sunday, the network is testing the waters with a special VR segment that includes a little bit of product placement.

Although we may be used to seeing placement of smartphones or cars integrated “neatly” into network television programing, ABC is giving advertisers an enticing new package during the time when the industry has their annual “upfront” marketplace, where U.S. media companies try to sell the bulk of their ad inventory for the coming season. ABC created a special VR segment for Quantico that integrates a Lexus SUV into the storyline.

For the Sunday evening episode of Quantico, ABC will run promotional banners on air that appear at the bottom of the screen, directing viewers to visit QuanticoVR.com. Viewers who visit the site will be able to watch the Quantico VR video where you play the role of a new recruit on a mission with fellow FBI characters Shelby Wyatt (played by Johanna Braddy) and Caleb Haas (played by Graham Rogers) as you track down your target. And of course, that perfect getaway vehicle in the segment is a Lexus LX 570 SUV.

The roughly three and a half minute long 360° video also includes a few “Easter egg” reveals about the show and storyline that should resonate well with core Quantico fans.

Additionally, the website offers visitors instructions on how to access the 360° video on desktop via YouTube, on the Littlstar VR app for headsets, on Apple TV and with your mobile phone. Thanks to the addition in December of the Littlstar Apple TV app, you can also watch the video on your television in 360° as well.

To film the 360° POV experience, the production team used a helmet cam that places five GoPro Hero cameras on the head of a camera operator, capturing all the action in the scenes as the camera man runs with Johanna Braddy in search of the target through a club.

You can check out some behind-the-scenes clips below:

This isn’t the first-time ABC has experimented with producing VR content for existing programming. Back in May, ABC Family launched a virtual reality app for the launch of the season premiere of Stitchers. In September, ABC News partnered up with Jaunt to give viewers a chance to explore war-torn Syria in an immersive VR experience led by reporter Alexander Marquardtv.

Most television networks pitch their ability to create “custom” content to tie advertisers directly into programming, but ABC is moving ahead of the competition by now showing they have the ability to create branded content in this immersive medium that fans can truly engage with.